Podcasts are a channel that’s growing rapidly, with new shows launching every week (mine included!) and global listener figures set to exceed 600 million by next year. But although many B2B brands will have their own podcast (sometimes multiple podcasts!) integration within campaigns is still relatively low, with only 14% of entries including some kind of podcast alignment or integration.
So what do B2B brands and agencies need to know to make more of this powerful and extremely personal marketing channel? As part of my ongoing analysis of the entries to the B2B Marketing Awards 2024, here are some examples of podcast campaign integration best practice, and some advice on how to get it right if this is something you’re considering.
1. Creating immersive experiences: Enfuce’s sauna podcast studio
Challenge: Enfuce, a Finnish fintech company, needed to stand out in the crowded Money20/20 event in Amsterdam while establishing its new brand position around “Where happiness is built-in” – a bold departure from typical fintech messaging.
Solution: Enfuce created a multi-sensory experience by building an actual sauna-themed podcast studio at their event booth. The “In the Hot Seat” podcast featured industry discussions on “hot topics” in fintech, cleverly connecting the company’s Nordic heritage with industry discussions. The physical environment generated visual interest while the podcast created enduring content.
Results: The innovative approach attracted listeners across 20+ countries, generated 10+ video clips with customers and partners, and created a memorable brand experience at the event. The podcast content continued to deliver value well beyond the initial event, extending the campaign’s lifespan significantly.
2. Client-spotlight strategy: Mitie’s ‘Science of service’ podcast
Challenge: Facilities management firm Mitie needed to elevate their brand perception beyond traditional facilities services and demonstrate their tech-enabled, transformative approach while reaching audiences that had proven difficult to engage through existing content channels.
Solution: Rather than creating a brand-centric podcast, Mitie partnered with established industry podcasters “The Workplace Geeks” to create a series that put their clients in the spotlight. This client-centric approach showcased customer stories while positioning Mitie as a connector and facilitator. They set modest initial goals (250 downloads per episode) and used Buzzsprout’s platform for sophisticated performance benchmarking.
Results: The podcast vastly exceeded expectations with nearly 10,000 downloads per episode, placing it in the top 10% of global podcasts according to Buzzsprout’s data across 125,000+ active podcasts. The client-spotlight approach also strengthened relationships with featured organizations while delivering value to the broader audience.
3. Influencer integration: Honeywell’s retail podcast series
Challenge: Honeywell needed to rapidly build credibility in the retail sector and establish relationships with target accounts in a highly competitive market where they weren’t traditionally seen as a thought leader.
Solution: Honeywell’s agency, Hotwire, identified retail expert Steve Dennis as an influential voice already engaging with their target accounts. Rather than creating a standalone brand podcast, they developed podcast episodes featuring Dennis’s perspective on key retail challenges. This content was distributed both on Honeywell’s channels and through Dennis’s existing platforms, extending reach and credibility.
Results: The podcast episodes received almost 4,000 video views with 7% of the audience at executive director level – a difficult-to-reach demographic. The influencer approach delivered higher perceived value than a brand-only podcast would have achieved, with industry benchmark-beating engagement rates and a pathway to deeper customer relationships.
4. Event content hub: HIMSS’ ‘Podcast Row’
Challenge: HIMSS needed to maximize content creation and media coverage at their 2024 Global Health Conference & Exhibition while encouraging on-site attendance and extending the event’s impact beyond its physical timeframe.
Solution: Rather than launching a single podcast, HIMSS created “Podcast Row” – a dedicated recording space at their conference where multiple independent podcasters could record episodes. They developed structured “podcast pitches” to attract podcasters and coordinated appearances by industry experts, effectively turning their event into a content creation hub.
Results: This approach generated a stream of on-site coverage across multiple existing podcasts, each with their own established audiences. By inviting independent podcasters rather than creating a branded show, HIMSS achieved broader reach and higher credibility than would have been possible with a single branded podcast, while effectively transforming attendees into content creators.
5. Sponsorship strategy: HSBC UK’s ‘Going Global for Growth’
Challenge: HSBC UK needed to position itself as the leading expert in international trade and business expansion in a competitive banking environment, reaching senior business decision-makers through channels where they were already engaged.
Solution: Rather than creating a new podcast in an already crowded market, HSBC strategically partnered with “The News Agents,” a popular and credible podcast with an established business audience. They developed host-read ads and audio clips featuring insights from their research report, complemented by additional audio advertising via Spotify, Dax, and Acast.
Results: The campaign achieved 2 million podcast listens (115% above target) and effectively amplified their research findings to a pre-qualified audience. By sponsoring established podcasts rather than creating a new one, HSBC gained immediate access to their target audience while benefiting from the hosts’ credibility and listener trust.
Common characteristics of successful B2B podcasts
Across the award-winning podcast examples, several common success factors emerge:
1. Professional talent investment
The most impactful podcasts utilized either:
- Professional broadcasters (like PwC’s Ayesha Hazarika and Lizzie O’Leary)
- Established podcast hosts (like Mitie’s partnership with The Workplace Geeks)
- Industry experts (like Honeywell’s collaboration with Steve Dennis)
2. Strategic integration with marketing objectives
Successful podcasts weren’t standalone initiatives but carefully integrated with broader marketing goals:
- Enfuce aligned podcast content with event marketing
- Mitie used podcasts to spotlight client relationships
- PwC extended thought leadership through audio
- HSBC amplified research findings via established channels
3. Sophisticated measurement approaches
Top performers moved beyond basic download metrics to assess impact:
- Audience composition analysis (executive-level engagement)
- Consumption rates (PwC’s 72% versus industry benchmark of 50-60%)
- Platform benchmarking (Mitie’s comparison against 125,000+ active podcasts)
- Cross-channel attribution (website traffic, lead generation)
4. Visual identity consistency
Successful podcast campaigns created coherent visual identities:
- PwC’s consistent color scheme (orange, tangerine, red) across all assets
- Mitie’s stylized contributor headshots for humanizing technical content
- Enfuce’s physical sauna environment as visual reinforcement
5. Multi-platform distribution strategy
Leading examples employed sophisticated distribution approaches:
- Platform-specific optimization (Buzzsprout, Acast, Castbox)
- Social media amplification (particularly LinkedIn for B2B)
- Supporting content ecosystems (landing pages, articles, video content)
- Email nurture integration
Recommendations for brands and agencies
Based on the award-winning examples, here are key recommendations for effective B2B podcast integration:
1. Consider alternatives to creating a new podcast
- Partner with established podcasts rather than starting from scratch
- Sponsor relevant shows that already reach your target audience
- Create podcast content at events rather than as standalone initiatives
- Feature on industry podcasts as guests rather than hosts
2. Invest in professional production
- Consider specialist production partners for technical quality
- Use professional hosts or broadcasters for polished presentation
- Develop clear visual identity elements that complement audio content
- Establish quality benchmarks against industry standards
3. Focus on audience value
- Highlight client or partner voices rather than brand messaging
- Address genuine industry challenges rather than product features
- Involve credible external experts to enhance authority
- Create content that works for audiences “on the go” (15-30 minute formats)
4. Implement robust measurement
- Establish clear KPIs beyond download numbers
- Use platform analytics to benchmark against industry standards
- Track consumption metrics (completion rates, average listen time)
- Connect podcast metrics to broader marketing objectives
5. Integrate across marketing mix
- Develop supporting content ecosystems around podcast assets
- Repurpose audio content into multiple formats (video, blog, social)
- Use podcasts as conversation starters for sales and relationship building
- Consider podcasts as part of event strategy (pre, during, post)
The most successful B2B podcasts don’t try to replicate consumer podcast approaches but instead align deeply with business objectives, focus on audience value, and integrate strategically within the broader marketing mix. By learning from these award-winning examples, brands can develop more effective podcast strategies that deliver measurable business impact.
